乡村性感知对旅游目的地品牌推崇的影响研究  

Research on the Impact of Perception of Rurality on Brand Evangelism of Tourism Destinations

作　　者：林巧华 林榅荷[1] LIN Qiaohua;LIN Wenhe(College of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou 350002,China)

机构地区：[1]福建农林大学经济与管理学院,福建福州350002

出　　处：《云南农业大学学报（社会科学版）》2023年第4期77-85,共9页Journal of Yunnan Agricultural University(Social Science)

基　　金：教育部产学合作协同育人项目“文旅数字营销实践教学基地建设”(220500514205721);福建省社会科学规划青年项目“福建省农商互联绩效优化及政策建议”(FJ2021C092);福建农林大学社会科学类国家级科研项目培育计划项目“国有文化企业管理创新影响因素及机理研究”(xpy201808)。

摘　　要：乡村旅游目的地品牌建设对助推乡村振兴,满足人民精神文明生活具有重要意义。本研究通过对福建省3个乡村旅游目的地的游客进行问卷调查获取数据,构建结构方程模型验证乡村性感知对旅游目的地品牌推崇的影响。研究发现:(1)乡村性感知可以划分为乡村景观感知、乡村文化感知、乡村生活感知、人际交往感知等四个方面。(2)地方认同和地方依赖不仅显著影响旅游目的地品牌推崇,且地方认同在乡村人际交往感知、乡村文化感知、乡村生活感知对旅游目的地品牌推崇的作用中存在部分中介的作用;地方依赖在乡村人际关系对旅游目的地品牌推崇的作用中存在部分中介的作用。(3)乡村文化感知对旅游目的地品牌推崇的影响最大。Branding of rural tourism destinations is important to promote rural revitalization and meet people’s spiritual and civilized life.The data were obtained through questionnaire surveys of three rural tourism places in Fujian Province,and structural equation models were constructed to verify the influence of rurality perception on the brand evangelism of tourism destinations.It was found that,(1)the perception of rurality could be divided into four aspects,including perception of rural landscape,perception of rural culture,perception of rural life,and perception of interpersonal interaction.(2)Local identity and local dependency not only significantly influenced tourism destination brand evangelism,but also there was a partially mediated role of local identity in the role of rural interpersonal interaction perception,rural culture perception and rural life perception on tourism destination brand evangelism;there was a partially mediated role of local dependency in the role of rural interpersonal relationship on tourism destination brand evangelism.(3)Rural culture perception had the greatest influence on tourism destination brand evangelism.

关 键 词：乡村性感知 旅游目的地 品牌推崇 结构方程模型 

分 类 号：F590.75[经济管理—旅游管理]